Mr Kipling launches reduced-sugar cake slices

Premier Foods is rolling out a three-strong range of reduced-sugar cake slices under the Mr Kipling brand.

Available in Smashing Strawberry, Rockin’ Raspberry and Awesome Apple, the cakes contain real fruit, use only natural colours and flavours and contain no artificial sweeteners. They have 30% less sugar when compared to a Mr Kipling Angel Slice, which contains 13.2g of sugar.

The reduced-sugar slices also have considerably fewer calories – Smashing Strawberry, Rockin’ Raspberry have 84 and 85 calories per slice, respectively, while Awesome Apple has 107 calories. An Angel Slice is 139 calories.

“Families are increasingly looking for lower-sugar alternatives to standard treats, and this range has been designed to fill a gap in the cake segment. Made with real fruit and coming in at an average of 92 calories per slice, the range will hit the spot with households across the nation as our research demonstrated that people are eager for family snacks using fruit and with reduced-sugar content,” said Helen Warren-Piper, marketing director at Premier Foods.

“As shopper demands change, it’s important we evolve our brand accordingly. We’re confident these new flavours will be a welcome addition alongside our core range.”

The new products have an RSP of £1.75 for a pack of six slices and comes in brightly-coloured packages featuring animal characters.

The move comes as Public Health England (PHE) launches the latest step in its Change4Life campaign, which is designed to reduce kids’ sugar intake. PHE has claimed children are having too many unhealthy snacks throughout the day and, instead, has recommended they have a maximum of two 100-calorie snacks a day, with crumpets and malt loaf among healthier options.

In October last year, Finsbury Foods rolled out a range of reduced sugar cakes under its licensed Disney celebration cakes. 

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